As global interest in African fashion continues to grow, platforms like ROOTS: Made in Africa by Lhaude Africa are establishing themselves as authentic and impactful gateways. Founded to highlight the richness of African design, ROOTS has evolved into a true retail movement, connecting African luxury brands to new global markets through immersive pop-ups in cities such as Accra, Cape Town and New York. This summer, ROOTS takes the next step by presenting a trio of up-and-coming African luxury fashion brands at Who’s Next Paris, one of Europe’s most prestigious fashion trade shows, to be held from September 6 to 8, 2025.
Who’s Next Paris, an international springboard for African fashion
For many African fashion entrepreneurs, trade shows like Who’s Next represent a crucial inflection point. With thousands of buyers, agents and retailers from all over Europe, Asia and the Middle East, it’s a rare opportunity to stake a claim on the international stage. ROOTS’ presence at this event underlines the growing recognition of African know-how and creativity.
Rhoda Aguonigho, founder of Lhaude Africa, explains: “ROOTS is more than a series of pop-ups. It’s a celebration of Africa’s vibrant creativity and a bridge connecting African artisans, businesses and consumers across the continent. Through pan-African commerce and collaboration, we showcase the brilliance of ‘Made in Africa’ products while fostering a thriving ecosystem that strengthens Africa’s creative spirit.”
Meet the brands presented
ROOTS has carefully selected three up-and-coming African luxury brands, each bringing a unique vision and exceptional craftsmanship:
Scqueeze: Bold, powerful and resolutely feminine, Scqueeze is carving out a place for itself in contemporary fashion with designs that marry avant-garde shapes with refined craftsmanship. Focusing on form and function, the brand creates garments that command a presence. Scqueeze has been featured in British Vogue and Harper’s Bazaar UK.
Kwelaku: Minimalist, intentional and deeply rooted in African identity, Kwelaku is a slow fashion brand for the global woman that values meaning as much as aesthetics. Through thoughtful silhouettes and heightened basics, the brand champions enduring elegance and understated storytelling power.
Trax Apparel: Trax Apparel is renowned for its emphasis on storytelling through unique fabrics, hand-painted artwork and intricate embroidery. Their collections combine urban elegance with deep cultural references, offering a unique visual language that resonates on a global scale.
Supporting the sustainability of African brands
As African fashion experiences a cultural and commercial ascendancy, platforms like ROOTS ensure that this growth is not just visible, but sustainable. Beyond moments of visibility, ROOTS invests in the long-term viability of African brands, offering trade readiness, retail support and cultural relevance across borders.
If you’re in Paris, be sure to visit the ROOTS stand at Who’s Next Paris to connect directly with designers, feel textures and discover the craftsmanship that is redefining global fashion.
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